Mengapa UMKM Menggunakan Media Sosial sebagai Media Pemasaran dan Apa Pengaruhnya?
Abstract
Selama masa pandemi Covid-19, semakin banyak orang Indonesia yang menggunakan media sosial. We Are Social dan Hootsuite melaporkan bahwa jumlah pengguna media sosial di Indonesia pada Januari 2021 mencapai 170 juta atau setara dengan 61.8% dari total populasi penduduk. Jumlah ini mengalami peningkatan sebesar 6,3% (10 juta pengguna) dibanding tahun sebelumnya. Ditambah dengan adanya aturan protokol kesehatan Covid-19 tentang physical distancing, maka sebaiknya perusahaan, khususnya UMKM (Small Medium Enterprise), memanfaatkan media sosial sebagai inovasi saluran pemasaran di masa pandemi. Penelitian ini bertujuan untuk mengeksplorasi faktor kunci yang mempengaruhi penggunaan media sosial sebagai media pemasaran pada UMKM dan pengaruhnya pada kinerja UMKM. Penelitian ini menganalisis 7 variabel utama dengan menggunakan model SEM-PLS intervening. Hasil empiris menunjukkan bahwa hanya faktor kemudahan dalam penggunaan platform media sosial yang berpengaruh signifikan dalam meningkatkan kecenderungan pengusaha UMKM untuk menggunakan media sosial sebagai media pemasaran. Hal ini juga secara tidak langsung berpengaruh pada kinerja UMKM, khususnya meningkatnya penjualan dan kreativitas karyawan,
Keywords:
Media Sosial, Pemasaran Digital, UMKM, Kewirausahaan
References
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Kim, T., & Chiu, W. (2019). Consumer acceptance of sports wearable technology: the role of technology readiness. International Journal of Sports Marketing and Sponsorship, 20(1), 109–126. https://doi.org/10.1108/IJSMS-06-2017-0050
Lohmöller, J.-B. (1989). Latent Variable Path Modeling with Partial Least Squares.
Nainggolan, E. (2020). UMKM Bangkit, Ekonomi Indonesia Terungkit. Artikel DJKN. https://www.djkn.kemenkeu.go.id/artikel/baca/13317/UMKM-Bangkit-Ekonomi-Indonesia-Terungkit.html
Paramita Hapsari, P., Hakim, A., & Soeaidy, S. (2014). Pengaruh Pertumbuhan Usaha Kecil Menengah (UKM) terhadap Pertumbuhan Ekonomi Daerah (Studi di Pemerintah Kota Batu). Wacana–Jurnal Sosial Dan Humaniora, 17(2), 88–96.
Sani, A., & Wiliani, N. (2019). Faktor Kesiapan Dan Adopsi Teknologi Informasi Dalam Konteks Teknologi Serta Lingkungan Pada Umkm Di Jakarta. JITK (Jurnal Ilmu Pengetahuan Dan Teknologi Komputer), 5(1), 49–56. https://doi.org/10.33480/jitk.v5i1.616
Sapargaliyev, D. (2015). Learning with wearable technologies: A case of google glass. Communications in Computer and Information Science, 560, 343–350. https://doi.org/10.1007/978-3-319-25684-9_25
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Setiadi, A. (2014). Pemanfaatan media sosial untuk efektifitas komunikasi. Jurnal Ilmiah Matrik, 16(1).
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46(September 2017), 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001
Srinivasan, R., Lilien, G. L., & Rangaswamy, A. (2002). Technological Opportunism and Radical Technology Adoption: An Application to E-Business. Journal of Marketing, 66(3), 47–60. https://doi.org/10.1509/jmkg.66.3.47.18508
Stephen, A. T., & Toubia, O. (2010). Deriving Value from Social Commerce Networks. Journal of Marketing Research, XLVII(April), 1547–7193.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Walsh, M. F., & Lipinski, J. (2009). The role of the marketing function in small and medium sized enterprises. Journal of Small Business and Enterprise Development, 16(4), 569–585. https://doi.org/10.1108/14626000911000929
Wooldridge, J. M. (2016). Introductory Econometrics: A Modern Approach (6th ed.). Cengage Learning.
Wu, I. L., Li, J. Y., & Fu, C. Y. (2011). The adoption of mobile healthcare by hospital’s professionals: An integrative perspective. Decision Support Systems, 51(3), 587–596. https://doi.org/10.1016/j.dss.2011.03.003
Yi, C., Liao, P., Huang, C., & Hwang, I. (2009). Acceptance of Mobile Learning : a Respecification and Validation of Information System Success. Engineering and Technology, 41(5), 726–730. http://www.waset.org/journals/waset/v53/v53-117.pdf
Andiny, P., & Nurjannah. (2018). Analisis Pemberdayaan Usaha Mikro Kecil dan Menengah (UMKM) sebagai upaya Penanggulangan Kemiskinan di Kota Langsa. Jurnal Serambi Ekonomi Dan Bisnis, 5(1), 31–37.
Chatterjee, S., & Kar, A. K. (2018a). Effects of successful adoption of information technology enabled services in proposed smart cities of India: From user experience perspective. Journal of Science and Technology Policy Management, 9(2), 189–209. https://doi.org/10.1108/JSTPM-03-2017-0008
Chatterjee, S., & Kar, A. K. (2018b). Regulation and governance of the Internet of Things in India. Digital Policy, Regulation and Governance , 20(5), 399–412. https://doi.org/10.1108/DPRG-04-2018-0017
Chatterjee, S., & Kar, A. K. (2020). Why do small and medium enterprises use social media marketing and what is the impact : Empirical insights from India. International Journal of Information Management, 53(December 2019), 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. Modern Methods for Business Research, April, 295–336.
Chung, A. Q. H., Andreev, P., Benyoucef, M., Duane, A., & O’Reilly, P. (2017). Managing an organisation’s social media presence: An empirical stages of growth model. International Journal of Information Management, 37(1), 1405–1417. https://doi.org/10.1016/j.ijinfomgt.2016.10.003
Dakduk, S., González, Á., & Portalanza, A. (2019). Learn About Structural Equation Modeling in SmartPLS With Data From the Customer Behavior in Electronic Commerce Study in Ecuador (2017). In Sage Pub (Issue 2017). https://doi.org/10.4135/9781526498205
Derham, R., Cragg, P., & Morrish, S. (2011). Creating value: An SME and social media. PACIS 2011 - 15th Pacific Asia Conference on Information Systems: Quality Research in Pacific, December.
Djatikusumo, K. N. (2016). Pengaruh penggunaan teknologi informasi dan komputer terhadap kinerja organisasi (Studi kasus di UMKM Kota Malang). Industri Research Workshop and National Seminar: IRONIS, 7, 66–71.
Elbanna, A., Bunker, D., Levine, L., & Sleigh, A. (2019). Emergency management in the changing world of social media: Framing the research agenda with the stakeholders through engaged scholarship. International Journal of Information Management, 47(January), 112–120. https://doi.org/10.1016/j.ijinfomgt.2019.01.011
Ghanem, H. (2016). The role of micro and small enterprises in Egypt’s economic transition. The Arab Spring Five Years Later: Vol 2: Case Studies, January, 177–206. https://doi.org/https://doi.org/10.1.1.306.7389
Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0 untuk penelitian empiris (Ed.2.) (2nd ed.). Badan Penerbit Universitas Diponegoro.
Gujarati, D. N., & Porter, D. C. (2009). Basic of Econometric, Fifth Edition. In Econometrics. https://doi.org/10.1007/978-1-137-37502-5_17
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis: A Global Perspective.
Hair, J., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hinton, P., McMurray, I., & Brownlow, C. (2014). SPSS Explained. In SPSS Explained (2nd ed.). Routledge. https://doi.org/10.4324/9781315797298
Hsu, C. L., Lu, H. P., & Hsu, H. H. (2007). Adoption of the mobile Internet: An empirical study of multimedia message service (MMS). Omega, 35(6), 715–726. https://doi.org/10.1016/j.omega.2006.03.005
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
Hung, Y. H., & Lai, H. Y. (2015). Effects of Facebook like and conflicting aggregate rating and customer comment on purchase intentions. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 9175, 193–200. https://doi.org/10.1007/978-3-319-20678-3_19
Kemp, S. (2021). Digital 2021: Indonesia. Https://Datareportal.Com/. https://datareportal.com/reports/digital-2021-indonesia
Kim, T., & Chiu, W. (2019). Consumer acceptance of sports wearable technology: the role of technology readiness. International Journal of Sports Marketing and Sponsorship, 20(1), 109–126. https://doi.org/10.1108/IJSMS-06-2017-0050
Lohmöller, J.-B. (1989). Latent Variable Path Modeling with Partial Least Squares.
Nainggolan, E. (2020). UMKM Bangkit, Ekonomi Indonesia Terungkit. Artikel DJKN. https://www.djkn.kemenkeu.go.id/artikel/baca/13317/UMKM-Bangkit-Ekonomi-Indonesia-Terungkit.html
Paramita Hapsari, P., Hakim, A., & Soeaidy, S. (2014). Pengaruh Pertumbuhan Usaha Kecil Menengah (UKM) terhadap Pertumbuhan Ekonomi Daerah (Studi di Pemerintah Kota Batu). Wacana–Jurnal Sosial Dan Humaniora, 17(2), 88–96.
Sani, A., & Wiliani, N. (2019). Faktor Kesiapan Dan Adopsi Teknologi Informasi Dalam Konteks Teknologi Serta Lingkungan Pada Umkm Di Jakarta. JITK (Jurnal Ilmu Pengetahuan Dan Teknologi Komputer), 5(1), 49–56. https://doi.org/10.33480/jitk.v5i1.616
Sapargaliyev, D. (2015). Learning with wearable technologies: A case of google glass. Communications in Computer and Information Science, 560, 343–350. https://doi.org/10.1007/978-3-319-25684-9_25
Saretta, I. (2021). Memahami Pengertian UMKM, Ciri, dan Perannya bagi Ekonomi. Https://Www.Cermati.Com/Artikel/Memahami-Pengertian-Umkm-Ciri-Dan-Perannya-Bagi-Ekonomi. https://www.cermati.com/artikel/memahami-pengertian-umkm-ciri-dan-perannya-bagi-ekonomi
Setiadi, A. (2014). Pemanfaatan media sosial untuk efektifitas komunikasi. Jurnal Ilmiah Matrik, 16(1).
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46(September 2017), 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001
Srinivasan, R., Lilien, G. L., & Rangaswamy, A. (2002). Technological Opportunism and Radical Technology Adoption: An Application to E-Business. Journal of Marketing, 66(3), 47–60. https://doi.org/10.1509/jmkg.66.3.47.18508
Stephen, A. T., & Toubia, O. (2010). Deriving Value from Social Commerce Networks. Journal of Marketing Research, XLVII(April), 1547–7193.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Walsh, M. F., & Lipinski, J. (2009). The role of the marketing function in small and medium sized enterprises. Journal of Small Business and Enterprise Development, 16(4), 569–585. https://doi.org/10.1108/14626000911000929
Wooldridge, J. M. (2016). Introductory Econometrics: A Modern Approach (6th ed.). Cengage Learning.
Wu, I. L., Li, J. Y., & Fu, C. Y. (2011). The adoption of mobile healthcare by hospital’s professionals: An integrative perspective. Decision Support Systems, 51(3), 587–596. https://doi.org/10.1016/j.dss.2011.03.003
Yi, C., Liao, P., Huang, C., & Hwang, I. (2009). Acceptance of Mobile Learning : a Respecification and Validation of Information System Success. Engineering and Technology, 41(5), 726–730. http://www.waset.org/journals/waset/v53/v53-117.pdf
Published
2022-06-06
How to Cite
Gunaningrat, R., Purnomo, S., & Suhatmi, E. (2022). Mengapa UMKM Menggunakan Media Sosial sebagai Media Pemasaran dan Apa Pengaruhnya?. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(2), 2156-2168. https://doi.org/https://doi.org/10.36778/jesya.v5i2.792
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Articles
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